One of the year’s hottest new brands is David Bars, from David Protein. Protein is big, especially with Gen Z, and David offers more proteinthan a typical protein bar (28 grams) with notably fewer calories (150 per serving).
All sorts of interesting marketing tactics at work here:
Not everyone is in love with David Bars. One nutritionist argues that the protein content is more hype than substance. And some consumers are boycotting David because it acquired Epogee, the sole manufacturer of a low-calorie fat substitute that the company subsequently stopped offering to other brands.
Nevertheless, David has successfully found white space in an increasingly crowded category, both at the attribute level and through a distinct brand persona.